As online resources become more essential to reaching customers, organizations are looking for creative and effective ways to target and personalize the digital experience. Advanced content targeting has become integral to the marketing strategy, but many marketers struggle to optimize the digital channel due to daunting and technical content targeting methods. In this slideshare, we focus on key content targeting issues and opportunities with Adobe Experience Manager to improve how to reach customers, including: Investigating methods for managing content to efficiently target segments of users directly within the Context Cloud Providing in-depth examples of successful, company-adopted content architectures using content hierarchies to enhance targeting Demonstrating a streamlined authoring interface for managing targeted content

1. Advanced Dynamic Content Targeting

2. Perficient is a leading information technology consulting firm serving clients throughout
North America.
We help clients implement business-driven technology solutions that integrate business
processes, improve worker productivity, increase customer loyalty and create a more agile
enterprise to better respond to new business opportunities.
About Perficient

3. • Founded in 1997
• Public, NASDAQ: PRFT
• 2013 revenue $373 million
• Major market locations throughout North America
• Atlanta, Boston, Charlotte, Chicago, Cincinnati, Columbus,
Dallas, Denver, Detroit, Fairfax, Houston, Indianapolis,
Los Angeles, Minneapolis, New Orleans, New York City,
Northern California, Philadelphia, Southern California,
St. Louis, Toronto and Washington, D.C.
• Global delivery centers in China, Europe and India
• >2,100 colleagues
• Dedicated solution practices
• ~85% repeat business rate
• Alliance partnerships with major technology vendors
• Multiple vendor/industry technology and growth awards
Perficient Profile

4. BUSINESS SOLUTIONS
Business Intelligence
Business Process Management
Customer Experience and CRM
Enterprise Performance Management
Enterprise Resource Planning
Experience Design (XD)
Management Consulting
TECHNOLOGY SOLUTIONS
Business Integration/SOA
Cloud Services
Commerce
Content Management
Custom Application Development
Education
Information Management
Mobile Platforms
Platform Integration
Portal & Social
Our Solutions Expertise

5. Robert Sumner
Director,
WCM Practice
Speakers
Tarcizio Morales
Sr. Technical
Architect
.
Paul Bjorkstrand
Sr. Technical
Consultant
Paul Bjorkstrand designs and develops
innovative solutions to meet client needs.
The solutions Paul designs help create
rich user experiences and ease the
burden of maintaining complex content
structures. Paul:
• Has extensive knowledge of Java,
JavaScript and the Adobe AEM
platform.
• Is a team player and a leader who
interacts well with people at all levels
• Has more than 10 years of Java
programming experience
Tarcizio Morales influences solution
design and development on Adobe's
AEM platform. Tarcizio has more than
16 years of experience in web-related
technologies, content management
solution design, development and
support. He specializes in:
• Content management
• Development processes
• Development life cycle
• Leading highly effective development
teams
Robert Sumner manages web content
management client projects focused
specifically on Adobe technologies,
providing strategic consulting, business
planning and sales strategy
development.
In addition to his WCM expertise,
Robert has more than 16 years of
experience including:
• Enterprise content management and
portal technology delivery initiatives
• Deep expertise in web-related
technologies, knowledge
management, mentoring and support

6. Session Agenda
1.Overview
2.The Challenge
3.The Solution
4.Demonstration
5.Q&A

7. Overview
 Research
 Audience Segmentation
 Goals Definitions
 Content Mapping
 Scenario Planning
 Content Development
 Tool Configuration
Dynamic Content Targeting by Segments is Hard and Requires Work!
“My personal experience is many organizations buy into a new
marketing and engagement suite for the right reasons, but fail to
understand the work behind it.”
Jake DiMare+ The CMSMyth
http://www.cmsmyth.com/2013/09/the-content-

8. Overview
The Problem: Managing Dynamic Content
 Healthcare companies, financial institutions,
and insurance companies have strict
compliance regulations for the content that is
used to describe their products and services
throughout their different channels of
communication.
 Examples of some complex content rules
expressed by these industries:
 Healthcare Formularies – Formulary content is
dependent on healthcare plan and year
 Financial regulations
 Insurance Language by State – State specific
language, e.g. in some states you can’t abbreviate
the word company to CO, or that some states using
Step Therapy vs. Step Protocol.
 User populations are diverse creating larger than
normal audience segments

9. Our Specific Challenge
 We needed to have visitor segments
that were very dynamic, flexible and
progressive in nature
 Scenarios exist where visitors could be
anonymously shopping for insurance
and shopping within a specific plan, or
shopping within all plans. Content is
specific to this scenario.
 If a visitor is a member of the portal,
who had already procured a plan, then
content is specific their plan, year of
plan, line of business, etc…
 The visitor could also be part of
Medicare (anonymous or member)
 And on and on….
That is what we were facing. Our requirements stated that:

10. Tool Configuration - Not Always Easy
And assuming you have done all you due diligence…
…the digital marketing tools themselves don’t make it necessarily easy to
manage the actual content for audiences you want to segment.

11. Thinking It Through
11
Traditional Approaches
Content Tagging
Content Tagging - CREATE content
separately; TAG it; PRAY it
assembles correctly on your web /
mobile channels
 Content tagging is old school thinking
 Visitor segments shouldn’t be defined
as content tags in a content taxonomy
 Tagging is NOT all bad and still
necessary, but shouldn’t be relied
upon for page assembly.

12. Thinking It Through
What about using newer technologies?
AEM Campaigns and Segments
Manage segments within AEM, create
content as part of a campaign and
assign to segment, implement teaser
component to drive dynamic content
 Teaser component is limited, # of
permutations = 181 teaser components;
there were performance concerns
 Not great for truly dynamic content with
complex segmentation rules
 Still managing content outside of the
context of pages where it resides.
 Great for time based content (promotions,
alerts, etc…)
 AEM 6.0 has improved content targeting
features out of the box

13. Solution
Allowing marketers to create
and assign content to certain
segments of visitors inline with
content creation
Advanced Dynamic Targeting
Component within AEM

14. Demonstration
Default Content
Public Content Content for Line of
Business
Authenticated Content
Title: Everyone Wins Title: Communication for
All Lines of Business
Title: Private Content
Text: “Customers are
raving about our new
portal…take a look at new
list of features.”
Text: “Take a look at new
functionality within the
portal…we’re helping
deliver the medications
you need!”
Text: “This is a secured
are of the portal. Please
login to see secure
content.”

15. Demonstration
Scenarios for Demonstration (Company Specific and Authenticated)
Public Content Content for Company Authenticated Content
Title: Everyone Wins Title: Welcome back Big
Box
Title: Private Content
Text: “Customers are
raving about our new
portal…take a look at new
list of features.”
Text: Check out how we
are benefitting Big Box
with our new mail delivery
service.
Text: [Link Llst of
documents using rich text
editor]

16. Demonstration
Scenarios for Demonstration (Company Specific and Authenticated)
Public Content Content for Company Authenticated Content
Title: Everyone Wins Title: Welcome back
Contoso
Title: Private Content
Text: “Customers are
raving about our new
portal…take a look at new
list of features.”
Text: Check out how we
are benefitting Contoso,
Inc. with our new mail
delivery service.
Text: [Link list of
documents using rich text
editor]

17. Demo

18. How’d We Do It?
Authoring
 Standard AEM Dialogs
 Use GET / POST to fetch/save content in
the repository
 Components are standard
components with slight customization
to the component listeners
Publish
 Use ServletFilters to intercept
component rendering
 Ajax is used to retrieve targeted
content

19. Summary
 Maintain consistent inline editing experience
 Use the client context to control different elements of the visitor
segments
 Store content according to the segmentation path
Pros Cons
Consistent inline editing experience Can’t use scheduler; but this content
is not really time sensitive
Easily capture content and assign to
segment without the need for
campaigns
Requires minor customization per
component
Dynamic targeting component is
easily implemented
Investigation required to see if it will
work with current AEM 6.0 target
solution

20. As a reminder, please submit your
questions in the chat box
We will get to as many as possible

21. Daily unique content
about content
management, user
experience, portals
and other enterprise
information technology
solutions across a
variety of industries.
Perficient.com/SocialMedia
Facebook.com/Perficient
Twitter.com/Perficient

22. Thank you for your participation
today.
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